Efficient Implementation for New Brands while Utilizing Synergies
A central information and communication platform creates synergies for a multi-brand enterprise.
Clearly structured display of all design elements.
Relevant data are being offered for download from within their context.
In the download center, users can find all data nicely structured and laid-out.
Depending on the respective rights, users can switch between brands.
For all brands: the information architecture remains the same, the content will vary.
The Tognum group came into being in July 2006 following the sale of MTU Friedrichshafen (DaimlerChrysler), and – with its multiple brands – it ranks among the leading providers of engines, propulsion systems and decentralized energy facilities worldwide. In early 2007, we were ordered to develop a brand portal in order to support the implementation of the new Tognum brand. All central elements for handling the brand within the scope of corporate identity were to be provided.
Thanks to the fact that all relevant materials were available in one central place, the implementation was significantly facilitated, which made it possible to achieve considerable savings compared with decentralized solutions. The clear structure of the information architecture was quickly and intuitively grasped by the users, which represented a sustainable solution for the core task of the platform, i.e. the efficient transfer of information. By linking the contents with other relevant topics and by providing downloads accessible from the content itself (e.g. templates, images, logos etc.) the users were catered for quickly and comprehensively.
In 2008, the Tognum brand portal was extended to the MTU Onsite Energy brand with its own separate area. The successful concept of media-specific availability of corporate design guidelines and downloads was used for this corporate brand as well.
Today, the Tognum brand portal is a firmly established working basis for internal and external users.
Features:
- Bilingual central knowledge database covering the corporate design rules and regulations
- Controlling multiple brands via the roles and rights management of the platform
- Download of templates and media from within the context of the corporate design guidelines
- Newsletter tool for the brand community
- Clearly structured information architecture
- Full-text search providing results sorted according to relevance
- Download Center: overview across all assets in the portal
- Fast and easy maintenance of contents via the CMS
The Tognum group with its business units Engines and Onsite Energy ranks among the global leaders for providing engines and propulsion systems. The basis for this are diesel engines, gas engines and gas turbines. The product portfolio of the Engines business unit comprises MTU engines and propulsion systems for ships, heavy land, rail and defense vehicles and for the oil and gas industry. The Onsite Energy business unit supplies distributed power generation systems carrying the MTU Onsite Energy brand. These comprise diesel engines for emergency power, prime power and continuous power, as well as cogeneration power plants based on gas engines and/or gas turbines that generate both power and heat. During the 2011 business year, Tognum realized sales of 2.97 billion Euro and had about 10,000 employees.
